George  Washington,  the  father  of  the  glorious  land  in  which  we 
live,  did  much  for  the  cause  of  honest  advertising  when  he  TOLD  THE 
TRUTH  about  that  cherry  tree  affair.  People  talk  about  it  to  this  day. 

A.  G.  C. 


j ADVERTISING  j 
j CONSTRUCTION  j 
4 — -'SIMPLIFIED* 1 

By  A.  G.  CHANEY 

Author  of  “Reducing  the  Cost  of  Selling” 


PRICE  50c 

POSTAGE  PAID 


SIMPLIFIES  DIAGRAMING,  USE  OF  TEXT  AND  DISPLAY  TYPES,  CON- 
STRUCTION, TYPEWRITER  SCALES  FOR  PREPARING  COPY  FOR  ANY 
GIVEN  SPACE,  BARGAIN  ADVERTISING,  STORE  NEWS  ADVERTISING, 
DISPLAY  OF  SMALL  SECTIONS,  APPROPRIATIONS,  ETC.  ::  ::  ::  ::  :: 

— * 

FLORA  BOOK  COMPANY 

P.  O.  Box  1214  Dallas,  Texas 


1913 

Johnston  Printing  a advertising  Co. 

DALLAS,  TEXAS 


COPYRIGHT,  1912 
By  A.  G.  CHANEY 


\" 


TT  IS  ESTIMATED  that  the  total  volume  of 
retail  advertising  in  the  United  States 
reaches  the  stupendous  figure  of  about  $410,- 
000,000.00  and  almost  doubles  in  volume  the 
total  annual  advertising  of  manufacturers  and 
cr  wholesalers  per  annum. 

So  this  book  is  devoted  almost  exclusively  to 
retail  advertising,  yet  principles  are  brought 
forth  which  will  apply  to  all  kinds  of  advertising, 
be  it  special  or  general. 

By  special  advertising  I mean  publicity  which 
is  calculated  to  get  immediate  results.  General 
advertising  is  of  a wider  scope.  A man  may 
read  of  some  new  breakfast  food  in  a New  York 
newspaper,  again  in  some  magazine  as  he  is 
flying  across  the  country  in  a Pullman,  and  still 
other  times  in  Chicago  and  Denver  papers,  and 
then  make  the  purchase  of  a trial  package  in  San 
Francisco.  This  is  general  advertising  in  its 
broadest  sense.  You  may  have  a lot  of  bill- 
boards, and  they  may  be  bringing  you  all  kinds 
of  returns,  but  people  seldom  enter  your  store 
and  say,  “I  saw  your  billboard  advertising  and 
have  come  in  response.”  So  the  direct  returns 
of  general  advertising  are  hard  to  determine. 
Yet  people  do  come  into  your  store  thousands 
of  times  a day  and  say,  “I  want  to  see  some  of 
the  $1.00  dress  goods  on  sale  at  79c,  which  was 
advertised  in  Sunday’s  or  Monday’s  paper.”  So 
it  is  easy  to  trace  returns  from  special  retail  or 
department  store  advertising.  Briefly  this  tells 
you  the  difference  between  general  and  special 
advertising.  One  line  is  best  for  some  classes  of 
business,  and  the  other  is  equally  good  for  mer- 
chandising of  a different  character. 

Retail  advertising,  that  is,  successful  retail  ad- 
vertising in  this  country,  dates  back  some  eighty 
years,  and  was  the  advertising  of  A.  T.  Stewart, 
and  was  followed  by  more  extensive  publicity  by 


[3] 


I 


John  Wanamaker  some  fifteen  or  twenty  years 
later. 

From  those  early  dates,  when  the  advertising 
was  very  much  limited,  until  the  present  day, 
when  most  of  the  stores  in  every  city  use  a full 
page  every  Sunday,  and  the  largest  stores  mak- 
ing use  of  pages  and  more  every  day  of  the  year, 
there  has  been  all  kinds  of  retail  advertising. 

There  has  been  good,  bad  and  indifferent  ad- 
vertising; honest  and  dishonest  advertising.  All 
kinds  getting  more  or  less  results.  The  results 
you  will  get  from  your  advertising  is  somewhat 
determined  by  its  standing  in  comparison  with 
other  advertising  in  the  medium  in  which  it  is 
placed.  Yet  the  fact  that  you  have  the  best  ad- 
vertising in  your  community  does  not  prove  that 
it  is  ioo  per  cent  efficient,  and  it  may  suffer  by 
comparison  with  the  best  advertising  of  mer- 
chants in  other  cities. 

So  what  you  want  is  thoroughly  efficient  ad- 
vertising; the  kind  that  gets  the  best  results — 
the  business-building  kind  of  publicity  which  will 
stand  the  acid  test  in  any  location,  be  it  New 
York,  Texas,  California  or  any  section  of  the 
country. 

In  my  opinion  there  are  general  laws  govern- 
ing retail  advertising  that  tend  only  towards  suc- 
cess. I do  not  believe  that  every  store’s  adver- 
tising is  strictly  an  individual  case. 

It  is  my  endeavor  to  place  these  general  laws 
before  you ; exploit  their  practicability  in  all 
cases.  This  I have  done  in  ordinary  terms  and 
not  technical  phrases. 

A.  G.  C. 


[4] 


ADVERTISING  IS  SIMPLY  NEWS 


Advertisers  are  not  born,  as  some  one  has  said, 
but  good  writers  of  advertising  are  being  made 
every  day.  Some  treat  advertising  as  a mystic 
art,  when  it  is  the  simplest  thing  on  earth,  after 
the  principles  governing  it  have  been  mastered. 
It  is  simply  salesmanship  on  paper. 

Yet  to  be  a writer  of  good  advertising  you 
should  know  your  goods,  the  people  you  are  talk- 
ing to,  and  be  thoroughly  familiar  with  type  in 
all  its  uses  and  abuses. 

Please  compare  advertising  with  the  daily 
newspapers.  Take  the  newspaper  as  a whole,  a 
single  issue ; and  take  one  of  your  advertisements 
as  a whole.  Just  take  a page  advertisement  for 
the  sake  of  comparison.  The  Advertising  Man- 
ager of  the  store  and  the  Editor  of  the  news- 
paper have  similar  duties.  The  Editor  is  to  de- 
termine which  is  the  best  piece  of  news  his  re- 
porters have  for  the  day,  and  will  make  this  the 
feature  of  the  issue.  It  will  most  likely  be  lo- 
cated on  the  first  page  under  a big  scare  head. 
The  other  pieces  of  news  will  have  heads  and 
locations  as  befit  their  importance.  And  so  the 
paper  is  made  up. 

The  Advertising  Manager  should  treat  the 
buyers  of  the  store  as  his  reporters.  They  are 
to  give  him  the  news  of  the  business.  The  one 
that  has  the  most  interesting  store  attractions 
for  the  public  should  have  the  best  and  largest 
space,  and  the  other  items  in  the  advertisement 
will  be  located  as  to  their  importance. 

This  gives  you  the  most  practical  idea  for  gov- 
erning the  construction  of  your  advertising,  and 

[5] 


if  the  viewpoint  is  taken  from  the  customer’s 
attitude,  instead  of  that  of  the  store,  it  will  be 
found  thoroughly  practical  in  all  cases. 

The  best  advertising  there  has  ever  been,  and 
the  best  there  ever  will  be,  IS  STORE  NEWS. 
Yet  this  wants  to  be  told  in  a terse,  interesting 
manner.  Let  the  advertising  embrace  items  of 
general  information,  as  well  as  strictly  merchan- 
dise news,  and  it  will  be  read  by  a greater  num- 
ber of  people. 

Walter  Dill  Scott,  who  has  made  such  a close 
study  of  psychology  in  connection  with  adver- 
tising, and  whose  experiments  have  resulted  in 
determining  many  previously  unknown  facts, 
tells  us  that  the  average  reader  only  devotes  ten 
minutes  to  looking  at  the  advertising  in  any  of 
our  national  magazines,  and  that  when  it  comes 
to  the  newspapers  the  time  is  much  less. 

The  construction  of  your  advertising  will  be 
most  important  when  you  are  endeavoring  to  get 
the  attention  of  a reader  of  a newspaper  or  mag- 
azine. Now,  the  greater  part  of  these  readers 
are  what  I term  glancers.  They  are  largely  in 
the  majority.  They  turn  page  after  page,  sim- 
ply glancing  at  the  advertising,  until  you  have 
gained  their  particular  attention  by  the  use  of 
a clever  headline  or  effective  illustration. 

Advertising  seeks  to  influence  the  minds  of 
possible  buyers,  and  in  advertising  the  mind  is 
reached  almost  entirely  through  the  eye.  The 
advertising  that  will  rank  high  in  efficiency  must 
first  embody  every  psychological  law  of  atten- 
tion. It  is  the  trick  of  arresting  the  eye,  or 
attention,  of  the  reader,  as  he  or  she  glances 
from  page  to  page  of  the  newspaper  or  maga- 
zine, that’s  all-important. 

Walter  Dill  Scott  gives  us  six  psychological 
laws  to  govern  attention  in  advertising.  I give 

[6] 


these  to  you  as  I interpret  them  for  use  in  your 
daily  work. 

First  Principle.  The  power  of  an  object,  or 
advertisement,  to  force  itself  into  our  attention, 
depends  on  the  absence  of  counter  attractions. 
You  can  make  use  of  this  principle  by  the  size 
of  your  advertisements.  The  full  page  adver- 
tisement, in  a manner,  cuts  out  all  counter  at- 
tractions. Other  advertisements  should  be  of 
such  size,  or  effective  display,  as  to  command 
attention.  It  is  almost  useless  for  me  to  sug- 
gest the  benefits  of  the  direct  appeal,  the  individ- 
ual letter,  novelties,  etc.,  when  this  principle  is 
considered. 

Second  Principle.  The  power  of  an  object,  or 
advertisement,  to  attract  attention,  depends  on 
the  contrast  it  forms  to  the  object,  or  advertise- 
ments, presented  with  it,  preceding  or  following 
it.  The  effect  produced  by  a flash  of  lightning 
on  a dark  night,  or  the  hooting  of  an  owl  at 
midnight,  are  instances  of  extreme  contrast.  You 
can  utilize  this  principle  by  making  your  adver- 
tisements attractive  in  appearance,  giving  them 
a pronounced  contrast  in  style  to  the  others  ap- 
pearing in  the  papers  or  magazines. 

Third  Principle.  The  power  of  an  object,  or 
advertisement,  to  attract  attention,  depends  on 
the  tensity  of  the  sensation  aroused.  The  bright 
headlight  of  the  locomotive,  the  red  lanterns 
used  as  danger  signals,  arouse  such  strong  sen- 
sations that  we  must  see  them.  You  can  make 
use  of  this  principle  more  especially  with  effect- 
ive illustrations  and  strong  headlines. 

Fourth  Principle.  The  power  of  an  object,  or 
advertisement,  to  attract  attention,  depends  on 
the  ease  with  which  we  are  able  to  comprehend, 
or  read  it.  Use  this  principle  by  making  your 
advertisements  easy  to  read.  Do  not  attempt 
typographical  stunts,  giving  your  advertisement 

[7] 


the  appearance  of  a puzzle.  Sometimes  I tell 
the  story  of  a great  bargain  in  the  headline  alone. 
The  advertisements  I write  directed  to  men  are 
to  be  read  almost  at  a glance.  Men  are  more 
difficult  to  reach  by  advertising  than  women. 
The  average  man  buys  only  when  in  need.  The 
average  woman  buys  any  time  she  thinks  a thing 
is  cheap.  Nowadays  the  woman  does  most  of 
the  buying,  but  I wish  we  could  so  legislate  that 
she  would  have  to  do  all  of  it — even  to  the  man’s 
clothes.  It  would  be  better  for  us  advertising 
men.  I do  not  mean  to  cast  any  reflections  on 
the  woman’s  judgment,  as  she  knows  a bargain 
when  she  sees  it — reaps  the  benefit  of  cut  prices 
— and  the  man,  the  average  man,  does  not  think 
there  was  ever  a strictly  legitimate  bargain 
offered. 

Fifth  Principle.  The  attentive  value  of  an  ob- 
ject, or  advertisement,  depends  on  the  number 
of  times  it  comes  before  us,  or  repetition.  You 
can  best  utilize  this  principle  by  keeping  the 
name  of  your  house,  or  goods,  ever  before  the 
people.  When  a person  has  the  first  thought  of 
a purchase,  let  his  next  thought  be  that  of  your 
wares,  your  firm.  That’s  advertising  worth 
something — to  know  that  you  are  going  to  get 
first  call  when  the  purchase  of  anything  in  your 
lines  enters  the  buyer’s  mind. 

Sixih  Principle.  The  attentive  value  of  an  ob- 
ject, or  advertisement,  depends  upon  the  intensity 
of  the  feeling  aroused.  We  see  automobile  ad- 
vertisements with  a great  big  inactive  illustration 
of  the  machine  stating  that  it  is  a so-and-so  30, 
40  or  60.  I want  to  say  that  the  illustration  that 
sets  my  want  valves  working  is  that  of  an  auto- 
mobile spinning  through  the  woods,  along  the 
boulevard,  by  the  ocean  side  and  along  the  moun- 
tains. It  is  such  a picture  that  arouses  an  in- 
tense feeling,  a most  pleasurable  feeling — a feel- 

[8] 


ing  of  acute  desire.  Attention  is  a process  we 
feel.  In  my  daily  work  I dwell  on  a subject 
dear  to  the  heart  of  every  woman — that  of  dress. 
It  is  with  great  intensity  of  feeling  that  she 
reads  of  the  newest  in  attire,  the  latest  wearables, 
whether  she  can  afford  them  or  not. 

USE  EFFECTIVE  HEADLINES 

The  average  advertising  writer  pays  too  little 
attention  to  the  matter  of  construction  and  does 
not  use  his  headlines  to  the  best  advantage.  In 
my  opinion  every  headline  should  tell  a complete 
story,  especially  if  it  refers  to  a bargain  offer, 
to  get  full  returns  from  the  glancers.  When  you 
state  “Regular  $1.00  serge  for  79c  a yard,”  in 
preference  to  “Special  offer  of  serge,”  you  are 
going  to  get  better  returns,  as  you  will  then  get 
before  the  glancers.  The  headline  tells  the  story, 
and  will  get  returns  from  people  just  glancing 
at  your  advertising,  as  well  as  those  who  read 
all  the  bargains  or  other  notices  in  full. 

It  has  been  said  that  suggestion  is  many,  many 
times  more  powerful  in  retail  advertising  than 
argument,  and  it  is  a fact.  This  is  certainly  true 
in  salesmanship  behind  the  counter,  and  is  only 
enlarged  in  importance  for  the  printed  notice. 

Argument  is  for  the  professional  buyer,  but 
even  he  is  many  times  made  to  reach  a decision 
by  the  means  of  suggestion. 

So  much  has  been  said  about  the  direct  com- 
mand, that  I am  not  going  deep  into  the  subject. 
Suffice  it  to  say  that  it  is  strictly  in  line  with 
the  mind  action  of  man  or  woman,  who  are 
prone  to  do  as  commanded,  unless  their  reason- 
ing power  steps  in  and  tells  them  it  is  not  for 
the  best.  The  direct  command,  when  not  harsh- 
ly put  forth,  is  extremely  powerful. 

STYLES  OF  CONSTRUCTION. 

Judging  from  the  page  and  smaller  advertise- 
ments we  see  in  the  papers  from  different  parts 

[9] 


of  the  country  daily,  there  is  no  end  as  to  style 
in  construction.  Yet  there  is  an  end  to  this,  if 
you  are  endeavoring  for  the  best  results. 

I class  three  styles  from  which  you  have 
choice,  and  it  is  advisable  to  make  use  of  all  of 
these. 

First  we  have  the  page  filled  with  items.  There 
is  no  loss  of  space,  and  the  only  idea  is  to  get 
as  many  items  into  the  advertisement  without 
any  of  them  being  completely  lost.  In  this  style 
it  is  advisable  to  use  small  boxes — the  little 
squares  made  by  the  use  of  rules — as  these  tend 
to  break  the  flat  appearance  of  the  advertise- 
ment and  give  a better  division  of  attention. 

Next  comes  the  advertisement  that  makes  a 
feature  of  white  space,  all  sections  being  in  boxes 
of  pleasing  sizes,  and  does  not  permit  of  as  many 
items  as  the  first  style.  Yet  it  has  its  advantages, 
as  the  attentive  value  of  the  advertisement  as  a 
whole  is  greatly  increased,  and  the  chances  of 
the  advertisement  being  read  in  full  is  of  a much 
larger  percentage. 

Then  comes  the  strictly  “Store  News’’  adver- 
tisement. The  above  styles  are  mostly  in  7 and 
8-point  types,  but  this  style  should  be  in  10  or 
t 2-point.  The  page  may  be  cut  up  into  5,  6 or 
7 columns,  and  in  appearance  will  be  very  much 
like  the  pages  of  a newspaper.  This  class  of 
advertising  should  embody  news  of  a general 
nature,  as  well  as  merchandise  talks  and  bargain 
news.  The  John  Wanamaker  advertising  of  to- 
day is  of  this  character,  and  ranks  as  the  fore- 
most and  most  powerful  advertising  of  the  land. 

It  is  not  within  the  ability  of  every  man  to 
write  copy  of  this  character  to  the  perfection  at- 
tained by  the  Wanamaker  store,  but  with  the 
right  viewpoint  attained — THE  NEWS  FEA- 
TURE— most  every  man  can  make  his  advertis- 
ing intensely  interesting. 

(Continued  on  page  18) 


[10] 


| WANAMAKER'S  | WANAMAKER’S  I WANAM AKER'S  [ WANAMAEE^  | WANAMARER'3  | 

All  We  Say  About  This  Fumiture  Must  Have  Its  Echo— 

l^r°2r'(£:?£  More  Beautiful  Furs  JTJ^ZTtiTZ  Good  Merchandise  Will 


£ir- 


Speak  Again  in  the 
Home 

Good  merchandise  tells  Its  own  story  in  a remark. 

will  carry  its  message  into  every  home,  and  it  will  keep 
now  it  is  just  sum  wings  to  generation,  only  the  message  »J  °n«  °f  nob^> 

porta  nT jf^on/ woulcf  keep  chanTto  the  thfngtflat  is  genume.^the  ifrnig^hal  * an 


""Wl 


(special 
r manu- 


sag rf 

They  A*re  Buying  Silks 
Right  and  Left 


erwjs: 

ffsr-sssi’K 

prices,  it  is  no  wonder  the 
' >wn  goes  silk-crazy 
Today  we  have  moved  the 
ntire  Sale— with  the  ex- 
ception of  three  counters 
on  the  West  Aisle-up  to 
the  Silk  Salon,  First  Floor. 
^Chestnut 


Gaps  Filled  Up  in  the 
Winter  Sale  of  Shoes 

grain  leather,  and  the  soles 
are  both  sewed  and  nailed 
on  for  extra  strength 


Girts*  S3  rubber  stoi 
boots  at  $1.50. 

Also  plentiful  c h o i 
from  the  regular  sale  )< 


All  fine  worsted  and  chev- 
iots and  cut  to  styles  that 
will  be  perfectly  good  next 
Winter,  tfhen  prices  for 
such  good  clothes  win  be 
‘ the  figures  first 


The  New  Bed  Deserves  the 
Best  of  Bedding 


$1-83  each,  regularly  $3 
apd  $3.50. 

The  manufacturer  made 
hem  up  from  odd  pieces  of 
silk  he  had  left,  chiefly 


uniform  price  lowering  of  a 
fourth.  Pll  lows  in  two 


Suits,  Frocks,  Goats  for  Spring 

In  the  Store  6n  the  Subway  Floor 


New  Tailored  Suits 

Spring-like  ^colorings 


"UK* 


Serge  Costs  at  $13.50 


larly  $1  and  I , 

during  the  sale  85c  and  60c, 
made  into,  pillows  costing 
from  $2.13  to  R25  instead 
Of  $2.50  to  15,  and  fro* 
$1.50  to  $3  instead  of  $2  to 
$4  Similar  reductions  on 

JSOJSL'SSS^ 


When  a WomanBuysSeven 
$5  Shirts  for  a Man— 

That  should  prove  aome- 

That  she  has  a husband 
worth  while— 

And  that  the  shirts  are 
vorth  while. 

These  are  silk  shirts, 
bought  seven  just  as  they 


The  above  is  a reproduction  of  a typical  Wanamaker  store  news  ad- 
vertisement. In  construction  it  is  made  up  very  much  like  a newspaper , 
and  is  therefore  very  easy  to  read.  It  is  newsy  all  the  way  through , and 
headlines  and  illustrations  are  very  much  out  of  the  ordinary,  ranking 
very  high  in  attentive  value. 

The  editorial  section  in  top  left  hand  corner  is  a characteristic  of  this 
splendid  advertising,  as  is  the  weather  forecast.  Two  things  are  notice 
able  in  this  advertisement.  One  is  that  the  Wanamaker  name  is  noi 
strongly  featured,  and  the  other  is  the  absence  of  black-face,  or  prominent , 
price  figures.  Study  this  advertisement  carefully. 


The  above  is  a miniature  diagram  of  the  advertisement  of  the  opposite 
page , and  is  the  style  referred  to  on  page  No.  io  as  the  advertisement 
filled  with  items.  There  is  a liberal  use  of  boxes,  so  that  the  various 
offerings  will  not  be  lost  sight  of. 

Headlines  play  cm  important  part  when  the  advertisement  is  of  this 
construction,  to  get  an  equal  division  of  interest. 

If  the  life  of  a department  store  is  its  various  departments,  it  follows 
that  the  life  of  a department  store  advertisement  should  be  its  various 
offerings.  But  this  can  only  be  carried  out  to  such  an  extent  as  to  allow 
for  the  proper  display  of  each  item. 


[12] 


Handkerchiefs  Marked  Very  Cheap 


Women's  Hosiery  af  Low  Prices 


Clean-Up  Sale  of  Winter  Goods  and  Garments 


Fancy  Challie 


Dress  Gingham 


P^isSii 


DETERMINED  EFFORT  « 


Big  Display  ol  Hew  Spring  floods  and  flaraionfs 

^^“SSsSSSaSssKSa? 


Dresses,  Tailored  Suits  and  Skirts  Now  at  Half  and  Less 


Knit  Underwear 

i4i-;-s  -r— 


Knit  Underwear 


FSsfr  - 39< 


m 


:.\r 

r-— 


2S-iS.TT.j3g 


siP^l 


pg£sg  fSgSsEaSg-S? 


BSSKHH 


Clean-Up  Sale  of  Silks  and  Wool  DressGoods  This  Week 

95c 

"“s^  sra**  a?  5-. .. 

. -Tixr.r:. 79< 


ill^lsssr-s, 

ssSMISpsSj}, 


irva 

■MBSSSSflr* 


si§W*| 


'5.75 


cfs  and  Comforts  at 


u?:  K-^.rv—  ■*— Z3.W 

FsfSr®~» 

ScSllTrt'rir-' •'^•"2.%  '1'9$ 

^::,:.;u:.v,^.v.'iu:,sr./.  rsr-waii-.* 

2.95  . 1 69 


r„..~ 


Pillow  Tops 

flggjl 


Squares  at  79c 

iggggj 


SUPi 


/>og-e  advertisement  has  suffered  from  such  a severe  reduction. 
The  smallest  type  used,  8 point,  is  not  legible.  The  12  />om£  can  fre  read. 
The  Niagara  Series,  ranging  from  12  to  60  />oin£,  are  taed  for  display 
lines  in  the  original  advertisement. 

The  top  display  line  is  60  point,  the  two  other  longest  display  lines  are 
36  point,  the  three-column  section  at  bottom  has  a 24-point  head,  and  the 
single-column  boxes  have  18 -point  heads. 

This  advertisement  is  well  crowded  with  items,  yet  none  of  them  are 
lost.  Each  comes  in  for  a certain  amount  of  display.  As  a whole  the 
advertisement  is  well  balanced  and  pleasing  to  the  eye. 

[13] 


This  is  the  diagram  for  advertisement  on  opposite  page,  and  white 
space  is  featured  to  give  each  section  full  attentive  value,  and  have  the 
advertisement,  as  a whole,  pleasing  to  the  eye. 

On  the  full-size  diagram,  which  is  just  the  same  size  as  a page  of  the 
paper  in  which  it  is  to  appear,  there  is  a regular  margin  of  a fourth  of  an 
inch  around  boxes  and  panels. 

This  small  diagram  is  not  exactly  correct  in  proportions,  yet  is  near 
enough  to  express  the  idea  of  this  style  of  construction.  The  printer, 
understanding  that  your  red  lines  designate  the  use  of  2-point  rules,  will 
have  no  trouble  getting  the  desired  effect. 


[14] 


Broken  Lines  of  Corsets  Cheap 

SPECT A L— Broken  tin,  oi  v««.  t Redlcrn.  Jusin.e  and  Warner 


Women's  House  Dresses  on  Sale 


End  of  Season  Prices  in  June  on  Certain  Lines  to  Be  Cleared  Out  Prior  to  the 
Departure  of  Our  Buyers  to  the  Market  for  Fall  Buying 

QUR  Garment  Buyers  anticipate  tea' ing^lor  jhe  market  the  eu<l^onhi»  month^tn  preparation  lor^the  com  Y°^,R , 'ueTherc*  »i ", 'grTaT M»To^"hJ»  "l^"k  X 

Klssa?  szxs*  tfs&fc  o«7'm Mmoi^msak 

2 :i"r  itrr"* ,s  midc  =!S^= 

assaarsssrs  s 


rMfsst  - - - 

;:s  p^r. ^rwMLtssi. Xw 

\l  ^vHr™“ttT5 

“‘77.56  17.55 

“ «„  » ,.  W.8S  Wash  Dresses  Go  at  $ 2.75 

mm  jiiigsssic^ 

iSe  sHS;55-lS=g 

3£gSSBa3@3,ai 


Best  f 5c  Lawns  and  Batistes  Marlted  al  lit 

ss^£2jw3£&Tg 

I?|pK5S'ig 


Extra  Spec/a/s 


Regu/ar  65c  Bleached  Sheets  Now  Only  52c 

f f “f  * T* 

Fine  JO  Spreads  Op  at  HIS  SI  SO  Xapt/ns  Marted  «.<5 

fSSS—SSfg  =L-ST~K;«3S 


Big  Stock-Reducing  Sate  of  Summer  Footwear 


5«SS=£|j| 

r^SSaSSi-  m ?SSaSs~ 


Latest  in  Neckwear 


2.00 

■2.75 


Swartz’s  Green  Soap 


•'T-'  -”'j9t 


^ ^Special  Sale  Knit  Underwear  ^ 

•**-*”  - • 25c 

S.ia«rKi5aaatft  Co”,”c-'-  ioc 

^^aasra^susasr  - - 29c 
tSVUS!32tt£&Si’,~  u"^’  89c 

=ss^^ 


Leather  Bags  at  L 

oarjaUTiVsrJsyr. 


as^^s^jas^wrftsfjg 

^EClAU-Womeo^Se^ U^^F°|diii|  Trawl^jjoile^  I.( 


^^ajwasasiristf4,^ 


T/jw  .yty/tf  wof  permit  of  the  use  of  os  many  items  as  the  adver- 
tisement shown  on  page  13,  ;y^  chances  of  its  being  read  in  full  are 
much  greater.  The  white  space  gives  it  a clean,  fresh  look,  and  its  atten- 
tive value  ranks  as  the  very  highest. 

The  main  headline  at  the  top  is  36-point  Niagara,  and  the  smaller  sec- 
tions  have  12,  18  and  24-point  heads.  Of  course  this  refers  to  the  origi- 
nal page,  from  which  this  reproduction  was  made. 

A good  general  illustration  is  used  in  the  ready-to-wear  goods  section 
at  the  top,  which  adds  attentive  value  to  the  advertisement  as  a whole,  and 
particularly  to  this  section. 

' [15] 


This  diagram  is  for  an  entirely  different  style  page  advertisement, 
which  is  produced  on  the  opposite  page.  The  page  is  broken  up  into  five 
columns,  and  the  greater  part  is  set-up  in  single  column,  which  makes  it 
easy  to  read.  Use  io -point  Roman  for  body  of  advertisement,  and  12- 
point  for  any  sections  wider  than  single  column. 

A rule  appears  in  the  finished  advertisement  every  place  a red  line  is 
used  on  diagram.  Additional  lines  are  made  between  columns  in  various 
sections,  with  a plain  lead  pencil,  but  the  printer  will  know  from  your 
style  that  these  mean  nothing,  except  as  designating  width  of  matter. 
There  is  no  chance  for  confusion. 

[16] 


| fio"mt°fSuo 


The  Very  Best  Purchases  of  Dresses  This  House  Has  Ever  Made 

f BPS  Hiirti 

sSfSSsSSSzTM  t!~ Xt.irzXSSX'—. 

S«3K  HSKSSSE 

Sg=>  £2iE;“* 

pom  mj  mate  i 


s ra«.‘wAsa?,jp 


i'SESMs 

BS5SsSS»«?i 

Isris? 

S?g£?®5 

s,sfijS5® 
jsmssskmw — 


iipi^s^pis?^ 


45c  Oracle  o(  Sheer  While  Linen  Only  33 c 

JaSrstESsSS  !!?3==H5-“ 
jpESpSweS  fi=:^=££r£ 
ISp^SSs  I^HpSSg 


S:S5£=5S  ¥SHS~Sffi 


fur.  ^i*J  bup.oh  u»  ibc  Women  » 

Igisfi 


aKsfini- 


r^ss^Si-2“rt-"'*« 


Ribbons  at  Low  Prices 

ptsujslsts  s zzn 


. JS3S2, 


rsrasKhls: 

lllP^sis 

-S2.00  Slim  Hath  Baga  Orel,  JI.30 


Very  Lowest  Wash  Goods  Prices  We  Have  Quoted  This  Season 


ggispa-K 

ilP^l*|^f 

— Ou,  25c  ffrnlrew  riaaeea  0*  .5c  55  -^?SE££ffX&Z7£t2 

piss^i  spsssssi 

Shee/s  Cheap  Pi7/ow  Cases  Tab/e  Damask 

SjvSSS  ££#§3=  -Iss— 


r/iw  w the  best  construction  for  the  store  news  advertisement.  The 
use  of  two  and  three-line  figures  is  done  away  with.  It  offers  a splendid 
opportunity  for  effective  headlines.  The  eye  can  only  read  four  words 
at  a time , and  four  words  can  be  used  for  heads  m all  the  single-column 
matter , in  most  any  18 -point  type. 

As  the  columns  are  wider  than  in  the  other  styles  mentioned , larger 
type  can  be  used  for  body  of  advertisement.  As  type  increases  in  atten- 
tive value  as  it  gets  larger , this  is  another  point  in  favor  of  this  style  of 
’ construction . Your  advertisements  will  also  look  different — contrasting 
— to  others  in  the  same  paper. 


I think  it  best  to  make  use  of  all  these  differ- 
ent styles  in  construction.  It  at  least  will  give 
your  house  the  distinction  of  having  a little  di- 
version in  its  advertisng — do  away  with  that 
great  sameness  of  many  houses’  advertsing, 
which  seems  to  prevail  from  New  York  to  San 
Francisco  and  from  the  Lakes  to  the  Gulf. 

It  is  a mistake  to  make  use  of  just  the  same 
style  of  advertising  for  the  strictly  bargain  sale, 
which  is  timely  at  certain  seasons  of  the  year,  and 
the  page  of  strictly  store  news. 

Say  you  will  use  the  first  style,  a page  well 
filled  with  items,  all  properly  displayed,  for  the 
first  Sunday  in  each  month — when  you  will  most 
likely  be  putting  your  best  foot  foremost  for  in- 
creased business,  and  when  the  people  will  prob- 
ably read  more  of  your  advertising  than  at  any 
other  time  of  the  month.  Then  the  next  Sunday 
you  will  use  the  second  style,  fewer  items,  all  in 
proportionately  arranged  boxes — with  a little 
more  liberal  use  of  white  space,  to  increase  its 
attentive  value.  For  the  following  two  Sundays 
you  will  use  the  store  news  style,  and  get  in 
some  good,  strong  talks  about  your  store  fea- 
tures and  service. 

This  action  gives  you  diversion  in  your  ad- 
vertising, and  all  the  different  styles  of  con- 
struction used  are  strictly  good. 

PRACTICAL  DIAGRAMING 

The  diagram  will  prove  a big  labor  saver.  To 
make  it  a greater  labor  saver,  have  your  local 
paper  provide  you  with  diagram  sheets.  If  you 
are  using  the  same  border  around  all  your  ad- 
vertisement, this  can  be  printed  on  the  diagram 
sheet,  and  then  the  columns  can  be  made  by 
slightly  raised  rules  when  being  run  through 
the  press.  The  column  line  should  not  be  printed, 

[18] 


as  too  many  marks  on  the  diagram  will  cause 
confusion.  See  specimen  on  page  20. 

The  diagram  should  he  actual  size  of  news- 
paper page.  This  will  enable  you  to  take  any 
cut  you  are  going  to  use,  rub  the  surface  over 
the  ink-pad,  then  make  an  imprint  of  it  on  the 
diagram.  The  matter  of  figuring  reductions, 
where  a small  diagram  is  used,  is  entirely  done 
away  with. 

With  a diagram  furnished  as  above,  and  most 
any  newspaper  will  be  glad  to  furnish  them  to 
their  advertisers,  a great  saving  of  time  is  made. 
With  this  much  start  on  your  page  or  smaller 
advertisement,  the  next  thing  to  do  is  to  decide 
on  location  of  the  firm  name,  or  signature,  the 
dividing  of  the  space  into  sections  of  various 
size,  and  the  apportionment  of  the  different  sec- 
tions to  different  departments  or  lines  to  be  ad- 
vertised, and  locations  of  illustrations. 

One  great  advantage  of  the  diagram  is  that 
when  the  powers  behind  the  throne  ask  the  Ad- 
vertising Manager  what  he  is  going  to  do  for 
next  Sunday,  he  puts  the  diagram  before  them, 
and  it  gives  a very  clear  idea  of  the  advertise- 
ment as  it  will  appear  when  completed.  Then, 
and  then  only,  is  the  time  to  make  any  changes 
in  apportionment  of  space,  etc.  It  is  too  late  to 
make  changes  after  a proof  has  been  submitted, 
and  is  an  injustice  to  any  publication  to  expect 
radical  changes,  unless  a charge  is  made  for  the 
additional  work.  So  the  diagram  is  a big  help 
and  makes  sailing  much  easier  for  every  one  con- 
nected with  the  Advertising  Department. 

On  page  12  you  will  see  a practical  diagram, 
and  on  page  21  specimen  copy  sheets  as  turned 
in  with  the  diagram.  When  you  are  making  your 
diagram,  and  to  avoid  confusion,  have  an  under- 
standing with  the  compositors  at  the  newspaper 
offices  that  your  plain  pencil  lines  mean  nothing, 

(Continued  on  page  22) 

[19] 


This  is  a reproduction  of  the  full  page  diagram  blank , which  you  can 
have  printed  at  a very  small  price,  if  the  newspaper  refuses  to  furnish 
you  with  same.  Your  regular  border,  or  a plain  rule  border,  should  be 
around  diagram.  The  small  dotted  lines  are  not  printed,  but  are  simply 
made  by  the  use  of  a raised  rule  in  printing. 

This  blank  diagiam  saves  much  time,  and  as  the  columns  appear  quite 
distinctly,  you  do  not  lose  any  time  ruling  them  off. 

This  diagram  sheet  should  be  actual  page  of  paper,  so  that  impressions 
of  cuts  to  be  used  can  be  made  in  actual  size.  It  is  a good  idea  to  print 
your  headlines  on  the  diagrams. 


[20] 


Set  In  l?,  point  Niagara — 

A DETERMINED  EFFORT  on  our  part  to  olear  out  what  remains  of  Winter  Goode  and  Garment's 
the  following  six  days,  presents  the  moat  unusual  buying  opportunities  In  all  sec- 
tions of  the  store.  It  Is  the  polloy  of  this  house  n<ft  to  oarry  over  merchandise  from 
■one  season  into  another — it  must  be  preaotloally  oleared  out,  be  the  loss  what  it  may. 

This  big  Clean-Up  Sale  is  not  oonflned  to  a few  departments,  but  every  eeotlos 
of  the  store  Joins  in  unparalleled  bargain-giving  to  move  out  this  season’s  goods. 

Big  Display  of  New  Spring  Goods  and  Garments  — 24  point  Niagara 
Never  before  have  we  made  euoh  an  “bx  tensive  advanoe  showing  of  Spring  Goods  and 
Wearables.  Just  take  a look  at  our  window  displays  this  week,  devoted  exclusively  to 
an  exhibition  of  the  new  season’s  lines.  The  big  oolleotlon  is  being  added  to  dally. 

THE  GARMENT  SECTION  is  showing  new  Tailored  Wool  Suite  in  variety,  advanoe  styles 
in  White  Linen  Dresses,  dainty  Lingerie  Dresses  and  other  lines  of  e<iual  interest.  We 
have  Tailored  and  Lingerie  Waists — all  with  the.  new  sleeve — at  the  most  popular  prloee. 

THE  PIECE  GOODS  SECTIONS  also  filled  with  the  new  season’s  fabrloe— Silks , Dress 
Goods,  Fine  Wash  Goode,  White  and  Colored  Linens,  and  many  lines  of  popular  prloed 


© 


SP^ng  Wearable.  W 


fT  ln  18  o „ « — 

HK  MOSr  r*dicai  pri0, 

10  th*  S**lon 

HB  v'rS 

I nr  «“ln6  ,«  qiiOt.B* 

— „ — * — * f °;;”1 . ».  -»■ 
- BM,r  sn" 


week’s 
lining  8t0c 

ODD  LOT-Abou1 
a«asons— v 




he  season's  — _ parables,  mostly 


Prioee — this 

this  season’s 

•3r*S0,  for  tlJ1 

THIS  SEASON’S  Pa1 


glean -op 


.0p— Silk  Gauzes, 


wsarablaa- 


-frOTD 


and  last 


#50.00, 


for  this  ! 


THIS  SEASON’S  T-n\ 

por  this 

Th*  m°8t  radical 
C0UI*8*.  assort] 
Remain 


. ,,r  .»»  . m 

„«  ».brl~  ««  Mt  p « B1.6.r. 

worth  61.59  vo  B2.sa 

,5.  - ~ w7.;;u  o,  oh «». « » “a 

- — -- 

yard  vard 

760  and  85o-now  at,  y _ .-»»  Niagara 


of  silks 
-now  at,  yaf4 

— c:;::-'- — - ;r.». — — 

.i.« - *>•»  * ~ • ’*ra  "‘s,r* 

„ r;:;:;-!. — - 

JUST  IN  Copenhagen , 

-everal  shades  o.  blue, 
face,  in  ••  yard— marked 

28  inches  wlde—orth  750 


brown,  tan, 


This  is  a reproduction  of  three  pages  of  copy  turned  in  with  the  adver- 
tisement on  page  13.  Each  section  of  the  diagram  should  he  numbered, 
and  each  piece  of  copy  should  have  a corresponding  number. 

This  copy  is  for  the  12-point  Niagra  at  top  of  advertisement,  part  of 
the  12-point  Roman  section  opposite  the  figure,  and  an  S-point  Roman 
section  under  the  Silks  and  Dress  Goods  heading. 

It  is  advisable  to  put  all  your  display  heads  on  both  copy  and  diagram. 
As  the  man  who  sets-up  the  heads  ccm  take  the  diagram  sheet  and  do  this 
part  of  the  work,  while  the  compositors  working  on  the  body  of  the  adver- 
tisement is  busy,  much  time  is  saved. 

[21] 


that  the  red  lines  indicate  the  use  of  i or  2-point 
rules,  and  then  make  the  numbers  on  your  dia- 
gram showing  where  the  different  pieces  of  copy 
go,  with  a blue  pencil.  As  additional  marks  will 
be  made  on  both  diagram  and  copy  when  it  gets 
into  the  hands  of  the  compositors,  this  particlar 
style  avoids  all  confusion. 

THE  TYPEWRITER  SAVES  TIME 

Adding  machines,  dictaphones  and  things 
without  number  have  been  invented  and  mar- 
keted to  save  that  most  precious  gift  to  man — 
time.  Yet  to  this  day  many  advertising  writers 
have  not  adopted  the  use  of  the  typewriter,  which 
proves  such  a great  time-saver. 

When  copy  is  to  be  prepared  for  a limited 
space,  some  of  them  say  that  they  have  grown 
so  familiar  with  the  amount  of  writing  it  will 
take  that  they  do  not  have  to  figure  it,  and  others 
make  calculations  by  the  square  inch.  Both  are 
more  or  less  antiquated,  and  the  typewritten 
copy  solves  the  problem.  It  solves  it,  as  the  type- 
writer can  be  set  to  run  line  for  line  with  the 
type  you  are  going  to  use.  With  a thorough  un- 
derstanding of  the  point  system,  which  is  ex- 
plained a little  further  along  these  pages,  and 
a scale  of  type  measurements  for  your  typewriter, 
you  can  easily  supply  just  the  amount  of  copy 
required  for  any  given  section — not  a line  too 
much,  which  will  make  the  matter  crowded ; and 
not  a line  short,  which  would  require  that  too 
many  leads  will  have  to  be  put  between  the  lines 
to  stuff  them  out  and  fill  the  space. 

Ragged  copy,  that  is  where  one  or  two  words 
run  over  and  make  a very  short  line,  is  not  pleas- 
ing to  the  eye,  and  greatlv  reduces  the  attentive 
value  of  an  advertisement.  By  the  use  of  the 
typewriter  broken-off  lines  are  entirely  done 
away  with,  and  when  you  get  a proof  of  your 

[22] 


advertisement — which  the  papers  furnish  for  you 
to  make  corrections  and  any  minor  changes — you 
will  find  that  all  your  items  are  in  and  occupy 
the  stipulated  space. 

THE  POINT  SYSTEM  SIMPLIFIED 

This  book  is  to  be  as  void  of  technical  phrases 
as  possible,  and  all  measurements  are  reckoned 
by  inches,  rather  than  so  many  ems,  points,  etc. 
Yet  it  is  important  that  every  man  preparing 
copy  be  thoroughly  familiar  with  the  point 
system. 

A point  in  type  phrase  is  a seventy-second 
part  of  an  inch.  It  means  that  every  inch  in 
the  depth  of  a column  will  hold  72  points  of 
type.  As  less  than  6-point  type  is  seldom  used, 
on  account  of  its  being  quite  hard  to  read,  only 
this  size  and  larger  will  be  treated.  If  a type  is 
6 point,  it  will  take  12  lines  of  it  to  make  an  inch 
in  depth.  If  the  matter  is  to  be  leaded — the  lead 
being  a small  metal  slat  of  a point  thickness — 
you  will  have  to  make  some  allowance  for  the 
leads.  So  instead  of  having  12  lines  you  will 
figure  your  matter  10  lines  to  the  inch  in  depth, 
and  the  rules  make  up  the  difference,  with  a little 
variation,  which  amounts  to  nothing. 

MAKING  THE  TYPEWRITER  SCALE 

It  is  advisable  to  get  an  extra  length  carriage 
for  your  typewriter,  as  this  again  saves  time. 
Yet  the  regular  size  carriage  will  answer,  as  the 
wider  lines  can  be  written  in  half  measure,  and 
you  get  just  the  same  results. 

The  ordinary  typewriter  carriage,  which  is 
used  for  letter  writing,  is  numbered  from  o to  85, 
90  and  95,  and  the  extra  length  carriages  up  to 
those  numbered  from  o to  120. 

We  will  take  an  8-point  type,  which  is  more 
used  than  any  other  size  for  the  body  of  the 

[23] 


larger  advertisements.  Take  a line  of  any  length 
from  the  newspaper,  copy  it  on  the  machine,  and 
see  how  much  it  takes  to  make  2,  2%,  2 y2,  3 or 
4 inches  in  length.  This  manner  will  determine 
how  to  make  your  scale.  When  you  want  to  get 
up  copy  for  a space  3 inches  deep  and  3 wide, 
you  will  set  the  typewriter  so  as  to  make  a line 
from  No.  o to  No.  55.  This  line  will  run  line 
for  line  with  the  8-point  type,  and  as  the  8-point 
type  takes  9 lines  to  an  inch  when  set  solid,  you 
will  have  to  supply  27  lines.  If  the  matter  is  to 
be  leaded — and  this  is  preferable — you  will  sup- 
ply only  8 lines  to  an  inch  in  depth  and  the  point 
leads  will  make  up  the  difference. 

For  the  typewriter  with  standard  size  type  face 
the  following  scales  apply : 

8-point  Roman  Machine — 

Length  of  Line.  Set  Typewriter 

2 Inches From  No.  o to  No.  36 

2%.  Inches From  No.  o to  No.  41 

2 Yi  Inches From  No.  o to  No.  45 

3 Inches From  No.  o to  No.  55 

And  so  on  to  lines  of  any  desired  length, 

doubling  up  on  the  narrower  one  to  save  time. 


10- Point  Roman  Machine — 


Length  of  Line. 

Set  Typewriter 

2 Inches 

.From  No.  0 to  No.  34 

2p2  Inches 

.From  Nb.  0 to  No.  42 

3 Inches 

.From  No.  0 to  No.  50 

334  Inches 

.From  Nb.  0 to  No.  58 

12-Point  Roman  Machine- 

Length  of  Line. 

Set  Typewriter 

2 Inches 

.From  No.  0 to  No.  30 

3 Inches 

.From  No.  0 to  No.  43 

4 Inches 

.From  No.  0 to  No.  56 

<j  Inches 

.From  No.  0 to  No.  69 

[24] 

You  can  make  a scale  for  type  of  any  size  or 
any  series.  In  some  advertisements  you  will 
want  to  use  type  as  large  as  18  and  24-point 
for  reading  matter,  and  the  scale  is  made  in  the 
same  manner. 

When  you  are  familiar  with  the  point  system, 
know  that  every  inch  in  depth  means  72  points — 
that  it  will  take  12  lines  of  6-point,  9 lines  of 
8-point,  7 lines  of  io-point,  6 lines  of  12-point, 
4 lines  of  18-point  and  3 lines  of  24-point  for 
the  inch  in  depth — and  that  your  diagram  shows 
you  just  what  width  line  you  need  for  a given 
space,  and  you  set  your  typewriter  for  the  length 
line  desired,  the  rest  of  the  mechanical  work  of 
copy  preparation  is  child’s  play. 

EMPHASIS  OF  DISPLAY  TYPE 

The  proper  use  of  type,  both  reading  and  dis- 
play, is  more  important  than  many  advertising 
men  realize.  The  first  duty  of  every  advertise- 
ment is  to  get  attention,  and  all  kinds  of  types 
can  be  effectively  used  to  attract  it.  Most  of  the 
rules  governing  the  proper  use  of  display  and 
text  types  are  set  forth  in  this  book.  An  adver- 
tisement easy  to  read  is  doubly  forcible. 

Different  announcements  call  for  different 
styles  of  type.  The  Millinery  Opening  and  no- 
tices of  a like  character,  New  Year’s  Greetings 
and  Christmas  Cards  will  have  much  more  dig- 
nity if  set  in  some  more  genteel  type  than  used 
in  your  daily  advertisements.  There  is  just  as 
much  difference  in  type  faces  as  in  the  delivery 
of  people,  and  there  are  times  when  oratorical 
typographical  stunts  are  in  order. 

The  larger  department  stores  own  their  type, 
and  their  advertising  men  can  get  many  splendid 
effects  by  making  proper  use  of  the  various  sizes 
in  a series  ranging  from  8 to  72-point. 

(Continued  on  page  28) 

[25] 


DISPLAYING  SMALL  SECTIONS 

The  small  sections  of  a large  advertisement 
will  be  lost  if  the  proper  display  is  not  used. 
Every  section  of  an  advertisement  should  be 
displayed  in  accordance  with  the  space  it  is  to 
occupy  - have  some  attentive  value. 

When  you  write: 

Lot  of  Foulard  Silks  in  good  styles,  worth  85c  a 
yard,  tomorrow  at  only  69c. 

You  are  not  giving  the  item  any  display,  and 
it  is  more  or  less  lost.  Here  are  some  con- 
structions that  are  much  stronger: 

FOULARD  SILKS — Wide  range  of  patterns  in  the 
popular  Foulard  Silks,  previously  selling  for  CQa 
85c  a yard,  tomorrow  at 0 Ju 

mill  ARn  Q||  tfQ  Wide  range  of  patterns  in 
rUULAnU  olLI\0  the  popular  Foulard  Silks, 

worth  85c  a yard,  tomorrow  at 69c 

CQp  FOR  FOULARD  SILKS  that  have  been  sell- 
UuU  ing  for  85c  a yard.  You  will  find  a wide 
range  of  choice  patterns. 

It  is  always  best  that  the  name  of  the  mer- 
chandise, and  not  the  price,  be  displayed.  Yet 
the  price  should  be  more  or  less  prominent,  as 
everybody  wants  to  know  the  price  of  anything 
they  are  going  to  buy. 

Boxes  are  a strong  manner  of  bringing  out 
small  sections,  and  with  the  name  of  the  mer- 
chandise offered  for  sale  displayed  at  the  top, 
will  get  the  best  returns  of  any  style  of  con- 
struction. Use  boxes  very  freely. 


[26] 


SMALL  SIZES  IN  ROMAN  TYPE 


6 POINT 

To  get  a line  of  this  length  on  my  typewriter  I set  the  scale 
from  No.  0 to  No.  67.  The  first  three  lines  are  leaded  and  the 
others  solid.  It  will  take  12  lines  to  an  inch  solid,  and  when 
leaded  10  lines  to  an  inch  in  depth.  This  type  is  used  more 
for  catalog  work,  time  tables,  etc.,  and  most  of  the  newspapers 
use  it  for  their  classified  columns.  It  is  very  hard  to  read. 


8 POINT 

To  get  a line  this  length  on  my  typewriter  I set 
the  scale  from  No.  0 to  No.  55.  It  will  takes  9 lines 
of  it  to  make  an  inch  when  set  solid,  and  8 lines 
when  leaded.  This  size  type  is  much  used  in  de- 
partment store  advertising,  but  should  not  be  used 
for  a line  more  than  4 or  4 y2  inches  wide.  It  is 
hard  to  read  in  longer  lines  than  these  widths. 


10  POINT 

To  get  a line  this  length  on  my  typewriter  I 
set  the  scale  from  No.  0 to  No.  50.  It  runs 
exactly  7 lines  to  an  inch  when  set  solid,  and 
is  a type  very  easy  to  read.  You  will  find  it 
has  more  attentive  value  than  the  smaller  sizes. 
Yet  it  should  not  be  used  for  very  long  lines. 


12  POINT 

To  get  a line  this  length,  3 inches,  I set 
my  typewriter  scale  from  No.  0 to  No.  43. 
It  runs  6 lines  to  an  inch,  and  it  is  very 
easy  to  read.  Do  not  use  smaller  type 
than  this  when  you  are  writing  adver- 
tisements you  are  directing  to  the  men. 


[27] 


/ 


Let  me  give  you  a clear  view  of  type  and  its 
uses.  I am  going  to  compare  the  different  sizes 
of  type  to  the  human  voice.  The  very  small  type 
we  see  in  the  papers,  say  6-point,  reminds  me  of 
a man  with  a little,  squeaky  voice.  The  7 and 
8-point — that  used  by  most  papers  for  their  news 
columns — compares  to  an  ordinary  conversation- 
al tone.  The  larger  types,  10  and  12-point,  re- 
mind me  of  a man  with  a very  deep,  impressive 
voice.  Larger  than  these  sizes  we  get  into  dis- 
play. 

When  the  preacher,  the  lecturer  or  the  politi- 
cal talker  wants  to  bring  out  some  strong  point 
he  raises  his  voice.  In  the  advertisement  this 
emphasis  is  represented  by  a line  of  display.  If 
the  talker’s  point,  or  if  what  you  have  to  say  to 
the  reader,  is  only  of  minor  importance,  the 
former  will  only  raise  his  voice  to  a moderate 
tone,  and  the  advertising  writer  will  indulge  in 
18  or  24-point  display.  If  what  is  said  is  of 
greatest  importance,  the  speaker  will  fairly  shout 
at  you,  and  the  advertising  writer  will  resort  to 
36,  48  or  maybe  72-point  display  lines. 

And  right  here  is  the  time  to  call  the  adver- 
tising man’s  attention  to  the  proper  use  of  his 
larger  sizes  of  display  type.  The  36-point  used 
as  the  main  headline  of  your  advertisement  loses 
its  strength  if  used  day  after  day  or  week  after 
week.  The  36-point  represents  your  height  of 
emphasis,  with  the  exception  of  your  72-point. 
When  you  use  your  72-point  you  have  fairly 
hollered  at  the  top  of  your  voice,  and  the  36- 
point  is  also  pretty  strong.  Now  do  not  holler 
too  much  with  your  type,  that  is,  use  36  to  72- 
point  headlines,  but  hold  your  headlines  down 
to  18  and  24-point,  so  that  when  you  have  some- 
thing of  great  importance  you  have  the  larger 
types  to  fall  back  upon. 


[28] 


DISPLAY  TYPES 

There  are  display  type  faces  almost  without 
end — good,  bad  and  indifferent.  In  selecting  an 
individual  series  of  type  for  your  advertising  be 
sure  and  get  the  best  adapted  to  your  line  of 
business.  There  is  character  in  every  type  face, 
and  with  the  assistance  of  the  printer,  or  man 
in  charge  of  the  advertising  room  of  any  pub- 
lication, you  can  get  a series  of  type  which  will 
help  to  portray  the  character  of  your  business. 

In  selecting  display  types  for  daily  newspaper 
advertising,  do  not  get  those  with  little  orna- 
mental ends  on  the  letters,  or  styles  with  hair- 
lines, as  these  will  soon  break  off,  on  account  of 
the  severe  process  of  stereotyping.  Then,  again, 
the  plain  faces  will  be  much  more  readable. 

Almost  any  printer  can  furnish  you  with  a cata- 
logue from  one  of  the  big  type  founders,  which 
will  give  you  an  almost  endless  variety  of  selec- 
tions. Be  sure  and  avoid  getting  sizes  you  will 
have  little  use  for. 

On  the  following  pages  we  show  you  several 
variations  of  the  Cheltenham  Series,  from  the 
American  Type  Founders  Company.  The  differ- 
ent styles  are  to  be  had  also  in  6 and  8-point, 
and  in  larger  sizes,  ranging  42,  48  and  up  to  72 
point — the  last  being  just  1 inch  deep. 

You  will  notice  that  some  of  the  styles  are 
much  easier  read  than  others,  and  this  fact  should 
be  taken  into  consideration  when  you  make  a 
selection. 

Get  medium  black  display  types,  so  that  when 
they  are  used  they  will  not  overshadow  the 
smaller  type  used  in  the  advertisement.  All  the 
advertisement,  including  the  border,  should  har- 
monize to  have  the  greatest  attentive  value;  be 
pleasing  to  the  eye.  No  part  of  it  should  detract 
too  much  from  another. 

(Continued  on  page  87) 


[29] 


Cheltenham  Bold  Italic 


36  Point 

SUBSCRIBE 

Editorial  Stimulated 
Unmistakable 


30  Point 


RESOURCES 

Conditions  Remain  Same 
Grand  Institution 


24  Point 


INTRODUCING 

Romantic  Tour  of  Switzerland 
Lakes  Zurich  and  Thun 


18  Point 

MODERN 

Policemen  Mention 
Strongest  Race 

12  Point 

DEMURE  COUSIN 
Declined  Invitation  to  Races 
Because  of  Horses 
Record  $1234567890  Speed 


14  Point 

KIND  WORDS 
Enthuse  and  Contribute 
Wonders  Toward 

10  Point 

COMING  MUSIC 
Rehearsal  of  Several  Dramatic 
Speculations  for  Winter 
Contain  Some  Beautiful  Pieces 
Sure  to  Elevate  the  Mind 

[30] 


Cheltenham  Bold 


36  Point 

CHARACTER 

Enlist  Season  Hunters 

30  Point 

OCEAN  STEAMER 

Manufacturing  Association 

24  Point 

FIRST  REHEARSING 

Refined  Theatrical  Performance 
November  Fifteenth 

18  Point 

REMARKABLE  DISPLAY 
Elaborate  Showing  Beautiful  Mechanism 
Imported  Automobile  Products 

14  Point 

CONTINUOUS  EXHIBITIONS 
Muscular  Gentlemen  Show  Wonderful  Endurance 
Exhibit  Some  Marvelous  Features 


12  Point 


BUSINESS  TRANSACTION 
Establishments  Change 
Hands  to  Improve  Conditions 


10  Point 

NEW  MACHINE  ON  MARKET 


Labor-Saving  Devices  Soon 
Revolutionize  Conditions  Among 


Cheltenham  Bold  Condensed 

36  Point 

UNITED  KINGDOMS 

Manipulate  Amicable  Peace 

,30  Point 

MINISTERING  CHILDREN 

Defeated  Elimination  Counsellor 

24  Point 

EXCURSION  BEARING  NORTH 

Maidens  Detaining  Frivolous  Youngsters 

18  Point 

HONORABLE  GENTLEMEN  ATTACKED 
Embraced  Beneficial  Results  Obtained  Gamboling 
Through  Densely  Wooded  Country 

14  Point 

FOUR  OBSCURE  HIGHLAND  KNIGHTS  MOUNTED 
Intelligent  Workers  Received  Several  Excellent  Inducements 
For  Advancement  Through  Natural  Channels 

12  Point  10  Point 

PERUSE  CHARACTER  SKETCHES  PICTURESQUE  ROADSIDE  SCENERY 
Recollect  Numerous  Pleasant  Gigantic  Oaks  Calmly  Waving 

Fireside  Reveries  Gained  Listening  Luxuriant  Foliage  October  Moonlight 

[32] 


Cheltenham  Bold  Condensed  Italic 


36  Point 


FRENCH  HUNTERS 

Beautiful  Mountain  Homes 


30  Point 

MEMBERSHIP  EXCUSED 

Important  Document  Unearthed 

24  Point 

SECOND  GERANIUM  EXHIBIT 

Enchanted  Gardens  Received  Attention 


18  Point 


DEMURE  NEIGHBORS  MENTIONED 
Students  Create  Considerable  Excitement  Abroad 
Sarcastic  Remarks  Denounced 


14  Point 

STRINGENT  MEASURES  PROMOTE  HARMONY 


Indignant  Delegates  Gracefully  Accept  Strenuous  Reprimand 
Unmeasured  Language  Scored  Heavily 


12  Point  10  Point' 

HISTORICAL  MANSIONS  RAILROAD  SECURITIES 

Antique  Ornaments  Richly  Bronzed  Advance  Shows  Prosperous  Conditions 
. . The  Greatest  Ever  Known 

Foreign  Souvenirs  Development  of  Steel  and  Iron  Industry 

[33] 


Cheltenham  Bold  Extended 


36  Point 


ROUNDERS 

Bright  Mansions 


30  Point 


CONGESTED 

Humorous  Remark 


24  Point 


MERCHANDISE 

Distinctive  Conceptions 
Advocated 


18  Point 


NUMEROUS  DESIGNS 
Beautiful  Ornaments  Secured 
Curious  Statuary 


14  Point 


CHARMING  FOREIGNERS 
Delightful  Receptions  Recently  Given 
Magnificent  Costumes 


12  Point 


ROSEBUSHES 
Remarkable  Creation 


10  Point 

ENTERPRISING 


Unsophisticated  Printer* 


[34] 


Cheltenham  Wide 


30  Point 


BORDER  DESIGNS 

Distinctive  Style  and  Quality 
Useful  Ornaments 


24  Point 


MODERN  SPECIMENS 

Original  and  Splendidly  Designed 
Characteristic  Beauty 


18  Point 


ENORMOUS  PRODUCTIONS 

Unlimited  Resources  to  Meet  the  Demand 
Remarkable  Achievement 


14  Point 

SUMMER  TOURS 

Steamer  Leaves  Saturdays 
East  River  Pier 
Nova  Scotia  Resorts 

11  Point 

RESOURCES  OF  CHINA 
Waves  of  Progress  Are  Sweeping 
Over  the  Kingdom 
Marvelous  Strides  Made 

[35] 


12  Point 

INCREASED  BUSINESS 

Sure  to  Follow  an  Investment  in 
Cheltenham  Wide 
Spend  $1234567890  Buys 

10  Point 

NUMEROUS  INVENTIONS 

Manufacturers  Will  Exhibit  Various 
New  Machinery 
Marine  Engines  and  Boilers 
Exhibit  Opens  Monday  Evening 


30  Point 


Cheltenham  Oltfetyle 


RICE  GYMNASIUM 

instruction  in  the  Art  of  Defense 
Meridian  Boulevard 


24  Point 


GRAND  CELEBRATION 

Sixth  Regiment  of  Continental  Guards 
Entertain  Darnham  Hussars 


18  Point 


FOR  COMFORT  AND  SAFETY 

Auditorium  Renovated  in  Moft  Approved  Style 
For  the  Fall  and  Winter  Season 


14  Point 

PRIVATE  BOXES 

Suitable  for  Social  Gatherings 
Visiting  Sightseers 
Eight  Comfortable  Seats 


12  Point 

SPECIAL  MATINEES 

Tuesday  and  Saturday  Afternoons 
Reduced  Prices  Prevail 
Begins  $1234567890  Ends 


11  Point 

SOUVENIR  PROGRAM 
Given  to  the  Ladies  and  Children  at 
Matinee  Performances 
Carnages  Called  Free  of  Charge 


10  Point 

GENERAL  INFORMATION 

Patrons  Desiring  to  Rent  Opera  Glasses 
Will  be  Courteously  Served 
at  Moderate  Charge 
On  Application  at  the  Box  Office 


[36] 


The  attentive  value  grows  as  type  increases  in 
size.  Yet  the  line  must  be  drawn  somewhere,  if 
we  want  to  get  some  good,  sound  selling  points 
in  the  advertisement,  and  at  the  same  time  do 
not  want  to  use  the  whole  paper.  Larger  types 
than  72-point  are,  of  course,  practical  in  various 
headlines  and  advertisements. 

SCALE  FOR  HEADLINES 
If  you  want  your  advertisement  pleasing  to 
the  eye,  and  greatly  increase  its  attentive  value, 
you  must  have  what  might  be  termed  regular 
headlines — regular  in  size.  If  there  is  no  regu- 
larity in  the  construction  of  headlines,  the  adver- 
tisement will  looked  ragged. 

So  make  a scale  for  your  headlines.  If  you 
are  going  to  use  a 36-point  headline,  and  have 
no  scale  to  go  by,  you  may  get  in  a letter  or  so 
too  much,  which  will  cause  the  headline  to  be 
set  in  the  next  smaller  size  type,  and  will  make 
a shorter,  ragged-looking  line. 

It  is  very  easy  to  make  a scale  to  cover  this 
work.  The  chances  are  you  will  use  12,  18,  24, 
36,  48,  60  and  maybe  72-point  type  for  your 
headlines  of  different  size.  After  you  have  a 
specimen  line  of  each,  which  the  newspaper  will 
cheerfully  furnish  you,  count  the  number  of  let- 
ters— spaces  between  the  words  count  the  same 
as  a letter — for  heads  from  1 to  7 column,  in 
the  size  type  best  adapted  to  width  of  head. 
Make  your  scale  accordingly. 

Headline  Suggestions — If  you  are  going  to  use 
a 36-point  headline  for  the  page  announcement, 
drop  to  24-point  for  3,  5 and  6-column  heads, 
and  use  18-point  for  double  column  sections,  and 
both  18  and  12-point  for  single  column  heads. 
This  will  give  you  a pleasing  arrangement;  an 
attractive  looking  page. 

[37] 


Use  of  Borders — So  much  has  been  said  for 
and  against  the  use  of  borders,  that  there  seems 
to  be  more  than  one  side  to  the  question.  Yet  I 
believe  in  the  right  kind  of  borders.  I think  the 
proper  border  will  lend  attentive  value  to  an  ad- 
vertisement. I know  that  a neat  picture  frame 
greatly  enhances  the  beauty  of  a picture,  and 
take  my  stand  from  this  fact. 

The  kind  of  a border  you  want  is  a light  or 
medium  black  border,  which  appears  only  as 
being  part  of  the  background  of  the  advertise- 
ment. If  you  use  a heavy  black  or  fancy  border, 
it  has  attentive  value  to  itself,  and  detracts  from 
the  advertisement.  If  you  are  going  to  make 
use  of  a heavy  border,  have  it  relevant  to  the 
merchandise  advertised.  Take  an  automobile  tire 
advertisement,  and  a heavy  border  made  of  small 
tires  would  add  to  the  attentive  value  of  the 
advertisement  as  a whole.  Take  a machinery 
advertisement  and  have  a heavy  border  made  of 
a chain,  or  small  parts  of  machinery,  would  prove 
very  effective.  A big  sale  of  straw  hats,  with  a 
border  made  of  straw,  or  small  straw  hats,  would 
certainly  attract  attention  to  the  advertisement 
itself. 

After  you  have  selected  a border  of  the  right 
kind,  use  it  for  all  your  advertisements,  as  it  will 
give  your  work  more  individuality.  Borders  cost 
little,  so  if  the  newspaper  will  not  give  you  an 
exclusive  border — one  not  to  be  used  for  other 
advertisements  in  the  same  paper — buy  one. 
After  awhile  the  people  will  know  your  adver- 
tisement by  the  border.  They  will  get  so  familiar 
with  your  style  of  construction  and  border,  that 
should  your  name  be  left  out  of  the  advertise- 
ment, most  of  the  people  would  know  it  was  your 
firm’s  announcement. 


GOOD-WILL  ADVERTISING 

I have  found  it  a very  profitable  diversion  in 
daily  advertising  to  start  in  and  give  a lot  of 
space  to  the  advancement  of  some  charitable 
work  or  organization.  This  kind  of  advertising 
should  be  of  the  conversational  style — breezy  and 
interesting. 

When  you  make  up  your  mind  to  help  some 
good  cause  along,  let  it  be  something  that  most 
every  person  is  interested  in.  Do  not  get  into 
politics,  for  regardless  of  the  fact  that  you  may 
be  on  the  winning  side,  you  are  sure  to  make 
some  enemies  for  the  store. 

When  you  help  such  worthy  causes  as  the  free 
kindergarten,  public  playgrounds,  Y.  M.  C.  A. 
and  Y.  W.  C.  A.  buildings,  good  roads  in  the 
country,  good  streets  in  the  city,  additional  paved 
walks,  filtration  plant  to  give  everybody  pure 
water,  and  the  advocation  of  other  undertakings 
which  will  meet  with  the  endorsement  of  most 
all  the  people  of  your  city,  is  the  most  powerful 
good-will  advertising  I know  of.  In  the  end  it 
is  the  best  kind  of  advertising  your  money  can 
buy,  as  the  good-will  of  the  people  is  something 
your  business  can  cash-in  on. 

RECORDS  AND  APPROPRIATIONS 

It  is  not  hard  for  you  to  determine  just  what 
percentage  of  your  gross  business  you  can  afford 
to  spend  for  advertising,  and  the  percentage  basis 
is  about  the  only  means  you  can  employ  to  arrive 
at  any  satisfactory  conclusion. 

Some  lines  will  not  stand  more  than  i,  2 and 
3 per  cent,  while  others  can  well  afford  to  run 
up  into  10,  12  and  15  per  cent.  It  all  depends 
on  the  class  of  merchandise  you  are  selling.  The 
department  store  does  a large  volume  of  business, 
and  its  percentage  of  gross  sales  for  advertising 
is  small.  Yet  this  percentage,  when  it  is  divided 

[39] 


up  for  different  departments  of  the  store,  ranges 
all  the  way  from  one-half  to  6 and  7 per  cent. 

It  is  advisable  to  keep  a very  close  record  on 
the  results  you  are  getting  from  the  expenditure 
of  your  appropriation.  If  you  are  dealing  with 
several  buyers  in  an  organization,  have  them  give 
you  reports  from  special  sales,  etc.  If  a buyer’s 
department  is  making  an  extra  good  showing,  his 
appropriation  should  be  increased.  If  another 
buyer’s  department  is  only  showing  a normal  in- 
crease of  business,  there  should  not  be  any  change 
in  his  appropriation.  But  when  you  find  a de- 
partment is  doing  very  poorly,  not  getting  its 
share  of  the  business,  it  is  well  to  simply  dis- 
regard the  appropriation  altogether,  and  spend  a 
bunch  of  money  to  get  it  on  its  feet  again.  Of 
course  this  may  not  relieve  the  situation,  as  the 
buyer  or  salespeople,  or  the  location  of  the  de- 
partment, may  be  the  cause  of  inactivity. 

THE  BEST  MEDIUMS 

It  is  generally  conceded  that  the  daily  news- 
paper is  the  best  medium  for  retail  advertising. 
All  kinds  of  advertising  is  of  value,  but  what 
you  want  is  the  best. 

You  can  reach  the  crowned  heads  of  Europe 
through  an  advertisement  in  the  newspapers,  and 
in  this  form  you  can  go  into  the  most  exclusive 
homes  of  any  city,  and  reach  one  and  all  classes 
of  people.  People  expect  to  see  advertising  in 
their  daily  newspaper.  On  account  of  custom, 
it  is  the  natural  place  for  the  advertisement. 
You  cannot  force  people  to  read  your  advertis- 
ing, yet  in  the  daily  newspaper  it  is  your  privi- 
lege to  place  it  before  them.  You  give  the  people 
advertising  at  the  psychological  moment ; when 
their  minds  are  in  a receptive  mood,  and  your 
announcements  will  be  well  received. 


Now  take  the  other  extreme.  You  can  give 
people  advertising  when  they  do  not  want  it; 
when  they  almost  turn  against  you  for  placing  it 
before  them.  Take  the  free  motion  picture  shows 
made  possible  at  public  parks  and  like  places,  by 
the  operator  getting  advertising  slides  to  run  at 
a weekly  or  monthly  price.  The  people  know 
that  your  advertising  makes  these  free  pictures 
possible,  yet  they  do  not  want  to  see  your  ad- 
vertising, and  when  your  slide  appears,  along 
with  the  others,  they  get  impatient.  They  want 
to  see  the  moving  pictures,  and  even  if  your  ad- 
vertising is  placed  before  them,  they  are  far  from 
being  in  a receptive  frame  of  mind  to  receive  it, 
or  be  influenced  by  it. 

Other  kinds  of  advertising  can  be  used  to  an 
advantage,  but  not  until  you  feel  sure  that  you 
are  doing  all  you  possibly  can  in  the  newspapers. 
It  is  not  a bad  idea  to  be  doing  a little  general 
advertising  as  the  years  roll  by,  as  most  of  this 
class  of  advertising  tends  to  advertise  the  busi- 
ness more  and  the  merchandise  less. 

Some  of  the  largest  stores  of  this  land  are 
taking  this  action.  They  are  cutting  down  on 
their  special  advertising,  depending  on  the  ad- 
vertising of  the  store,  together  with  their  excep- 
tional store  service,  for  increased  business.  Of 
course  any  change  of  this  kind  is  only  possible 
for  a thoroughly  established  business. 

NATIONALLY  ADVERTISED  GOODS 

Millions  upon  millions  of  dollars  are  being 
spent  by  manufacturers  and  wholesalers  advertis- 
ing their  lines.  Most  of  this  advertising  appears 
in  magazines  and  national  weekly  publications. 
As  a rule,  these  lines  are  of  great  merit,  and 
must  be  what  is  termed  repeaters  to  attain  suc- 
cess. The  fact  that  a certain  line  appears  before 
you  week  after  week  in  your  favorite  magazine 

[41] 


almost  thoroughly  establishes  it  as  being  a prod- 
uct of  absolute  merit. 

It  is  a good  idea  for  the  retailer  to  reap  the 
benefits  of  this  national  advertising.  First,  the 
goods  must  be  placed  in  stock,  then  the  people 
must  be  told  that  you  have  the  goods.  That’s 
all  they  will  need  to  know — that  you  have  the 
article  wanted.  It  is  a fact  that  most  sales  of 
nationally  advertised  goods  or  articles  are  made 
in  the  home , and  by  means  of  the  advertisements 
in  the  magazines  and  weekly  publications.  The 
people  simply  come  to  your  store  to  get  them . 

The  selling  of  nationally  advertised  goods 
tends  to  reduce  the  cost  of  your  doing  business, 
as  the  sale  is  virtually  made  before  the  customer 
ever  enters  your  store,  and  all  your  salespeople 
have  to  do  in  most  cases  is  to  take  the  money 
and  hand  over  the  goods. 

HAVE  BRANDS  OF  YOUR  OWN 

You  will  find  it  very  beneficial  if  you  will  have 
some  branded  lines  of  your  own.  Of  course  it 
will  take  several  years,  and  lots  of  good  adver- 
tising, to  thoroughly  establish  these,  yet  when 
once  established  they  are  a big  asset  to  the 
business. 

The  guarantee  of  the  local  merchant  is  much 
stronger  than  that  of  some  manufacturer  located 
hundreds  and  thousands  of  miles  away,  and  this 
fact  alone  will  help  you  in  establishing  your  own 
private  brands  of  hosiery,  gloves,  underwear, 
shoes  or  almost  any  line  of  merchandise  sold  in 
any  kind  of  a store. 

GET  YOUR  ADS  IN  ON  TIME. 

With  the  exception  of  the  larger  and  better 
organized  Advertising  Departments,  there  is  a 
tendency  to  wait  until  the  very  last  minute  to 
get  advertisements  in  to  the  daily  papers. 

This  is  an  injustice  to  everybody  concerned. 

[42] 


4 


It  is  beyond  the  power  of  man  to  run  any  big 
business  without  occasional  mistakes  creeping 
in.  To  make  mistakes  is  human ; to  guard 
against  them  is  wisdom. 

When  in  your  ad  it  appears  “Regular  75c  Caps 
for  25c,”  and  you  intended  the  price  to  be  52c, 
it’s  very  bad.  You  do  not  want  to  take  advan- 
tage of  the  newspaper’s  mistake;  neither  do  you 
want  to  stand  the  loss.  The  mistake  occurred 
because  the  figures  were  transposed,  which 
quite  often  happens. 

It’s  best  to  see  proofs  of  all  your  ads.  To  get 
proofs,  copy  must  be  in  on  time. 

Ads  sent  in  to  the  evening  papers  at  9,  10  and 
11  o’clock  the  day  of  issue  are  an  abomination 
unto  the  Lord.  Copy  in  too  late  to  see  proofs, 
and  if  the  paper  makes  a mistake  it  will  go 
through.  Send  your  ads  in  to  evening  papers 
the  day  before  issue. 

Ads  for  the  morning  papers  should  be  in  a 
day  ahead  of  time,  which  will  enable  you  to  get 
proofs  and  make  any  necessary  corrections  or 
important  changes.  The  buyer  or  advertising 
manager  who  can  not  see  this  far  ahead  in  the 
conducting  and  planning  of  business  is  certainly 
near-sighted. 

So  if  you  are  after  efficiency  in  your  advertis- 
ing, get  your  ads  in  early.  And  it  is  a fact  that 
you  are  often  favored  with  position,  and  get  in 
all  the  early  mail  editions,  just  because  your  ads 
are  in  before  the  other  fellow’s. 


[43] 


4 


l 


Reducing  the  Cost 
of  Selling  ” 

BY  A.  G.  CHANEY 

For  Department  Stores,  Cloth- 
ing and  General  Stores 

SHORT  AND  TO  THE  POINT 

A little  booklet  dealing  with  Or- 
ganization Work,  Proper  Author- 
ity, Store  Management,  Floor- 
men,  Salespeople,  Store  Policies, 
Proper  Salary  Distribution,  Old 
Age  Pensions,  Advertising 
Waste,  Show  Windows,  Delivery 
System,  Wrapping  and  Charge 
Service,  Branded  Goods,  Etc. 

Price  35c 

Stamps  or  Coin-Postage  Paid 


Flora  Book  Company 

DALLAS,  TEXAS 


